Brand Playbook


This brand playbook will serve as a guide to creating a consistent look, tone and feel for any of our future marketing efforts.


Our mission is to be an instrument of healing, for people and for the world, by exposing and effectively treating the underlying causes of disease.

Brand Philosophies

“People not Patients” Mentality

We are committed to seeing the person, not the disease. This motivates us to find the long-awaited answers that will truly change their lives.


All of our treatment plans are overseen by board-certified doctors, so you can trust that the recommendations are legitimate and safe.


Whether traditional or non-traditional, we don’t overlook any worthwhile treatment if it will lead us to an eventual cure.

Thirst for Knowledge

We see it as our duty to add value to the community, patients or otherwise, by sharing our deep knowledge about health.

Progressive Thinking

We constantly seek new technologies and treatments to find the answers we need for our patients.


Brand Personality

We are sophisticated, but not formal.

We are professional and knowledgeable, but always maintain a softness that keeps us approachable.

We are calming, but not sleepy.

We are a light-filled, peaceful place where you can relax, reset, and find peace of mind and comfort.

We are lively, but not hyper.

Our positivity and vitality shows through our crisp, nature-inspired colors, and human-centric engagement.

We are human, but not overly-casual.

We meet people where they are, explaining things in a simple and understandable way.

We are passionate, but not preachy.

We believe we can truly change the world by educating people about the underlying causes of disease and illness.

Logo Suite

Only use the approved logo variations seen within this guide. There are a variety of options depending on application space.

Download all Logos

Primary Logo Colors    download all logos

Logo Mark Colors    download all logos

Primary colors

The Root Causes logos have been created with a specific color palette, and should never deviate from the approved palette to retain integrity. All variations of the logos will follow the color usage detailed below.

Brand colors

  • Warm Gray
  • Hex: #776e64
  • CMYK: 20 25 30 59
  • RGB: 119 110 100
  • PANTONE: 404 C
  • Green
  • Hex: #93c90e
  • CMYK: 48 0 92 0
  • RGB: 147 201 14
  • PANTONE: 2292 C
  • Purple
  • Hex: #3d2a40
  • CMYK: 65 65 50 55
  • RGB: 61 42 64


Ivy Journal

Primary Font

This font us reserved for large headlines and quotes. Avoid using this font for large paragraphs.

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Ivy Style Sans

Secondary Font

The font should be used as secondary headlines (or eyebrows) in all caps.

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Web Font

This font is frequently used for body copy.

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Email Font

Only use this typeface if the primary font is not available. Arial is usually only used for mass emails, Office 365, and iWork.


Our print collateral is a regular point on contact with our patients that reinforces brand consistency. Communication should be bright, sophisticated, and reflect our brand personality.
Where to use it:


Digital design for Root Causes should maintain a very clean and airy aesthetic. Our designs should have enough white space around the typography and must include clear hierarchy. Headlines should use the primary Root Causes serif font. Priority content can also be highlighted by utilizing a combination of colors from the official Root Causes color palette. While social media posts rely heavily on solid green and purple backgrounds, email templates use a white background.
Where to use it:
social media
display ads

Photography Style

When selecting the style for photography in the clinic, use a well-lit area, and include healthcare workers collaborating. Avoid people looking directly at the camera. Photography should convey positivity, a healthy, and a safe working environment.
When selecting the photography style for individual portraits, the use of a solid background is essential to highlight the employees. Background colors should not deviate from the Root Causes color palette, and the subjects should use express warmth and have a welcoming feeling.
Where to use it:


When designing the interior of the clinics, accent walls will add warmth and interest. When designing environments, use the Root Causes logo and/or logo mark as a decorative accent or watermarked image only for the practice location for which it is associated. Additionally, make sure to remain consistent with the Root Causes color palette guidelines.
Where to use it:

Brand Elements

Grid System
To represent all the elements that create a patient's health, we created quadrants that we fill with photography. This grid system can be used when showing the visual process a patient goes through while working with Root Causes.
Where to use it:

Brand Questions